Victoria’s Secret hires Hilary Super, the head of Rihanna’s lingerie brand

Victoria’s Secret has signed the boss of Rihanna’s lingerie brand in a bid to turn its fortunes around.

The troubled group said Hillary Super will replace Martin Waters as chief executive next month.

Super currently runs Savage X Fenty for pop star Rihanna and previously headed American home and fashion retailer Anthropologie.

She will be Victoria’s Secret’s third female CEO in four years. Victoria’s Secret has fallen out of fashion in recent years due to increasing competition from other lingerie brands, including Rihanna’s Fenty.

The company has 1,350 stores in nearly 70 countries, including around 25 in the UK.

The UK presence was revived by High Street stalwart Next and US parent L Brands following a joint rescue effort in March 2022.

It had gone into liquidation the previous year after stores closed during the pandemic.

The shares, which are listed on the New York Stock Exchange, rose 16 percent yesterday.

They have fallen nearly 50 percent since August 2012, when the company made its debut.

After a six-year hiatus, the brand will revive its successful fashion show, featuring its ‘Angels’ model, this fall.

Their recent campaigns have featured famous models such as Hailey Bieber and Emily Ratajkowski.